Nike is the global leader in sports apparel and footwear and is regarded as one of the strongest fashion brands globally.  

by Michael Bray

Research Analyst

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Nike is the global leader in sports apparel and footwear and is regarded as one of the strongest fashion brands globally.  It operates many key categories which  include Running, Basketball, Football, Men's Training, Women's Training, Action Sports, Sportswear, and Golf.

Nike has demonstrated an unparalleled ability to translate performance-inspired product innovation and key athlete sponsorships into broadly appealing authentic footwear and apparel that appeals to the masses. In recent years, innovation fuelled growth has enabled Nike to consistently raise the average selling price for many products.

It is also considered to have one of the best online presences for an apparel and footwear brand. The investments it has made in this area has enabled it to seamlessly integrate its digital presence with its physical retail offering, and is supported by an ecosystem of apps and membership offerings which collects customer data. This enables Nike to tailor customer product suggestions and quickly direct investment into areas of demand. China is the fastest growing major region for Nike and represents 19% of revenue. Although growth in the region is likely to remain attractive for some time, this does come with added political risk, evidenced by the recent concerns regarding Xinjiang cotton.

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Autumn Issue Thirty Six